VISION/MISSION

REVIEW
Prepared by: Loaloa Riad
VISION STATEMENT

A vision statement should answer the

basic question:
“What do we want to become?”
WHAT DO WE WANT TO BECOME?

THE VISION STATEMENT SHOULD BE SHORT, THE VISION STATEMENT SHOULD REVEAL THE
PREFERABLY ONE SENTENCE, AND AS MANY TYPE OF BUSINESS THE FIRM ENGAGES.
MANAGERS AS POSSIBLE SHOULD HAVE
INPUT INTO DEVELOPING THE STATEMENT.
 Dr Pepper Snapple: to be the best
beverage business globally; our brands
VISION are synonymous with refreshment,
fun, and flavor today and tomorrow.
STATEMENT Starbucks: to be the premier purveyor
EXAMPLES of the finest coffee in the world while
maintaining uncompromising
principles as we steadily grow.
MISSION STATEMENT (1 OF 2)

A declaration of an organization’s
“reason for being.”
It answers the pivotal question “What is
our business?”
It is essential for effectively establishing
objectives and formulating strategies.
MISSION STATEMENT (2 OF 2)

It reveals what an organization wants to be and whom it wants to

serve
It is also called a creed statement, a statement of purpose, a
statement of philosophy, a statement of beliefs, and a statement of
business principles
CHARACTERISTICS OF A MISSION
STATEMENT (1 OF 4)
A good mission statement allows for the
generation and consideration of a range of
feasible alternative objectives and
strategies without unduly stifling
management creativity.
A mission statement needs to be broad to
reconcile differences effectively among,
and appeal to, an organization's diverse
stakeholders
 Stakeholders
§ include employees, managers,
CHARACTERISTICS OF stockholders, boards of directors,
A MISSION customers, suppliers, distributors,
STATEMENT (2 OF 4) creditors, governments (local, state,
federal, and foreign), unions,
competitors, environmental groups, and
the general public.
CHARACTERISTICS OF A MISSION
STATEMENT (3 OF 4)
1. Broad in scope; does not include monetary amounts,
numbers, percentages, ratios, or objectives
2. Fewer than 150 words in length
3. Inspiring
4. Identifies the utility of a firm’s products
5. Reveals that the firm is socially responsible
6. Reveals that the firm is environmentally responsible
CHARACTERISTICS OF A MISSION
STATEMENT (4 OF 4)
7. Includes nine components: customers, products or services,
markets, technology, concern for survival/growth/profits,
philosophy, self-concept, concern for public image, concern for
employees
8. Reconciliatory
9. Enduring
INSIGHT ON SCOPE OF MISSION
STATEMENT
Mission statements are not designed to
express concrete ends, but rather to provide
motivation, general direction, an image, a
tone, and a philosophy to guide the
enterprise. An excess of detail could prove
counterproductive since concrete
specification could be the base for rallying
opposition; all in the firm need to be
onboard with the firm’s mission.
 Do not offer me things.

Do not offer me clothes. Offer me attractive

looks.

Do not offer me shoes. Offer me comfort for

my feet and the pleasure of walking.
CONSIDERATIONS
(1 OF 2) Do not offer me a house. Offer me security,
comfort, and a place that is clean and happy.

Do not offer me books. Offer me hours of

pleasure and the benefit of knowledge.

Do not offer me C Ds. Offer me leisure and

the sound of music.
 Do not offer me tools. Offer me the
benefits and the pleasure that come
from making beautiful things.

Do not offer me furniture. Offer me

comfort and the quietness of a cozy
place.
CONSIDERATIONS
(2 OF 2)
Do not offer me things. Offer me
ideas, emotions, ambience, feelings,
and benefits.

Please, do not offer me things.

 Customers-Who are the firm’s customers?

MISSION Products or services-What are the firm’s major

products or services?
STATEMENT Markets-Geographically, where does the firm
COMPONENTS compete?

(1 OF 2) Technology-Is the firm technologically current?

Survival, growth, and profitability-Is the firm

committed to growth and financial soundness?
 Philosophy-What are the basic beliefs,
values, aspirations, and ethical priorities
of the firm?

MISSION Distinctive competence-What is the

firm’s major competitive advantage?
STATEMENT
COMPONENTS Public image-Is the firm responsive to
social, community, and environmental
(2 OF 2) concerns?

Employees-Are employees a valuable

asset of the firm?
IMPORTANCE OF VISION
AND MISSION STATEMENTS

To make sure all employees/managers understand

the firm’s purpose or reason for being.
To provide a basis for prioritization of key internal
and external factors utilized to formulate feasible
strategies.
To provide a basis for the allocation of resources.

To provide a basis for organizing work,

departments, activities, and segments around a
common purpose.
TABLE 2.5 TEN BENEFITS OF HAVING A
CLEAR MISSION AND VISION
1. Achieve clarity of purpose among all managers and employees.
Provide a basis for all other strategic planning activities, including internal
and external assessment, establishing objectives, developing strategies,
2.
choosing among alternative strategies, devising policies, establishing
organizational structure, allocating resources, and evaluating performance.
3. Provide direction.
4. Provide a focal point for all stakeholders of the firm.
5. Resolve divergent views among managers.
Promote a sense of shared expectations among all managers and
6.
employees.
7. Project a sense of worth and intent to all stakeholders.
8. Project an organized, motivated organization worthy of support.
9. Achieve higher organizational performance.
10. Achieve synergy among all managers and employees.
DEVELOPING VISION AND MISSION
STATEMENTS
A widely used approach includes:
Select several articles about these statements and ask all
managers to read these as background information.
Ask managers themselves to prepare a vision and mission
statement for the organization.
A facilitator or committee of top managers should then merge
these statements into a single document and distribute the draft
statements to all managers.

A request for modifications, additions, and deletions is needed

next, along with a meeting to revise the document.
EXAMPLE MISSION STATEMENTS (1
OF 2)
Hershey
We bring sweet moments (2) of Hershey happiness (6) to the world
(3) every day.
Author comment: Statement lacks six components: Customers (1),
Technology (4), Survival/Growth/Profits (5), Distinctive Competence
(7), Public Image (8), and Employees (9); 12 words
EXAMPLE MISSION
STATEMENTS
A Proposed Mission Statement for Hershey
We aim to serve consumers of all ages and lifestyles
(1) by providing high-quality chocolate, candy, and
snack products (2) globally (3). We intend to grow and
expand our product offerings (5) using robotics and
business analytics (4). We are dedicated to supporting
all communities where we operate (8), especially to
the boys and girls in the Milton Hershey School (6).
Through our friendly and well-trained employees (9),
we provide consumers the best chocolate anywhere
and wrapped in Hershey Happiness (7).
73 words
THANK YOU